Technology is changing sales and marketing for the better. However, as Eric Bicknase explains, to fully realize these improvements, salespeople must determine the best ways to use these technologies in terms of communication, information, automation and personalization. 

What does technology herald for the future of sales and marketing? Is it a tool for productivity or a digital wall separating salespeople from the customers they service? One thing is certain, short of apocalyptic outcomes, the pace of technological change will only move in one direction. Any effective sales strategy must assess its impact carefully, both in terms of technologies on the shelf today and what will be available in the next few years.

Technology should not cause sales and marketing teams to question their relevance. It should invite them to consider where they can add value, particularly as custodians of a company’s brand promise. It is also important to step back and appraise how technology may refocus salespeople and marketers and the overall contribution they make.

With technology comes great opportunities for automation, but as it becomes faster, easier and less expensive to contact customers, technology also introduces the risk that a clear articulation of value proposition may be diluted. As we integrate new technologies, equipment finance professionals must ask several questions.


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